Love both college AND pros! But I totally get it for some, with the 'douchebaggery' and 'buddyball' aspects, as to why it turns many off. Kevin Durant is looking like a pretty good antidote to both issues right now, as Dirk Nowitzki was last year.
Don't forget that the NBA just had a labor dispute that nearly wrecked the whole season. Usually you get the "never again!" fans that slowly crawl back into support mode after a strike or a lockout.
The lack of supremely-talented Caucasian American-born players is a turn-off for some as well. Some ebonistically-challenged buds of mine debate on a fictional award for the top U.S.-born-and-raised (sorry, Steve Nash... no, 'witzki) Caucasian non-Hispanic player at the end of every season. I believe Ryan Anderson took it from David Lee this year... and if you don't know who these guys are, well, there you go. They got an All-Acadia Team going, too, but I wasn't around for that discussion.
That said, someone else can correct me if I'm wrong, but I believe TV ratings are routinely reaching all time highs (Boston-Miami Game 7 will probably be no exception), even though "I don't care for the NBA" always sounds like the cooler answer when among the cool crowd.
The Miami Heat's win to stay alive against the Boston Celtics has drawn the highest preliminary television rating for an NBA playoff game on cable since records started being kept in 2003.
NBA Viewership Up Over a Third on NBA TV: Through 68 telecasts, NBA TV has averaged a 0.24 U.S. rating and 348,000 viewers for regular season NBA games, a 36% increase in viewership from last year.
I haven't seen the attendance figures aggregated but last I heard, they're no worse for most teams than in recent years.
College hoops are always more fun for me when conference tourney time comes along with the potential Cinderellas and "bubble teams" lip-synching for their lives. There used to be a sort of geographical rivalry between teams that was always fun, but the shifting conference alliances for football purposes is straining the importance of many of them in fan's minds.